Twitter has stated it is going to loosen up restrictions on political promoting because it seeks to generate extra income after Elon Musk’s $44bn (£36.4bn) takeover of the platform.
The social media platform banned political promoting in 2019 after its then chief government, Jack Dorsey, declared that reaching folks with political messages must be “earned, not purchased”.
Twitter has signalled a reversal of that coverage, saying it plans to “broaden the political promoting we allow within the coming weeks”. In a put up on Twitter’s security account, the corporate stated it might align its promoting coverage with that of TV broadcasters and different media shops.
The put up added that Twitter would guarantee, as with every coverage change, “our strategy to reviewing and approving content material protects folks on Twitter”. Nevertheless, Musk has not too long ago reinstated controversial accounts, reminiscent of these belonging to Donald Trump and Andrew Tate, regardless of pledging initially that such strikes can be adjudicated by a “content material moderation council” that has since fallen by the wayside.
There will likely be a right away change for restrictions on “cause-based” promoting, which it defines as advertisements that encourage folks to take motion on points reminiscent of social inequality and financial development. In response to a Twitter promoting coverage web page, cause-based advertisements that concentrate on customers within the US will now not face restrictions reminiscent of a ban on utilizing political phrases like “conservative” or “liberal”.
Promoting is Twitter’s major income, accounting for 90% of its $5.1bn turnover in 2021. Nevertheless, advertisers have paused spending on Twitter after Musk’s takeover, amid fears that divisive content material would mushroom on the platform, whereas a botched relaunch of Twitter’s subscription service additionally alarmed advertisers by triggering a wave of faux company accounts.
About 70% of Twitter’s prime 100 promoting shoppers weren’t spending on the platform as of mid-December, in accordance with analysis agency Pathmatics.